Publicize Now: Get the word out 10 ways
January 24, 2010 by Mary Ellen · 1 Comment
A service provider complained to me about marketing.
“Newspaper is too expensive,” he stated. “We did it once and got no results.”
I didn’t discuss what section he advertised in, what he said, or any of the specifics connected with the problem of doing something only once and expecting results.
Instead, I asked “How do you keep in touch with your best customers?”
“Call them?” he asked.
“PWOP,” I thought. (Person without a plan.)
When you consider keeping your customers and/or finding new ones, think about your systems. Here are 10 things you can do to get the word out with minimal systems and planning:
E-mail. Stay in contact with your best customers through email. Use Constant Contact, iContact, or one of the many other services out there to start and build your list.
Calendar your content. Think through your month and list four events. Write a specific email for each event to send later. HINT: Do it now before you get too busy.
Table tents, counter toppers, or other signage. If you have a retail establishment, find a printed way to engage customers while they wait. One local restaurateur, Myra Ghattas of Slate Street, added table tents so customers could review specials or upcoming events while waiting for their food.
Newsletter. Betty’s Bath & Day Spa sends out a chatty, newsy missive every month “Dear Bettyites.” The newsletter promotes specials and lets customers know about special happenings at the spa.
Use social media. Let employees know about offerings and ask them to help get the word out. WESST, a nonprofit, does just that. Nina Anthony regularly posts to her Facebook page or Tweets about upcoming events.
Publicize through traditional means. Clare Zurawski from WESST was quoted as a subject matter expert in an article on SEO, search engine optimization in the New Mexico Business Weekly. WESST regularly lets local media know about upcoming events through press releases. Do you have a system to do the same?
Advertise. Traditional advertising can be an effective way to get the word out if you’ve carefully targeted your audience. CPA firms, for example, might advertise in a local publication to get new tax return customers.
Network. If you belong to an association it may offer publicity options: include a blurb in the regular newsletter, provide announcements or flyers for a meeting and get the word out to dozens of people at the same time.
Collaborate and cross-promote. Take the time to form an alliance with a complimentary business. Let them distribute your coupon and you do the same for them.
Plan. Take a few moments to jot down your goals for this month and next. Then, list three tactics to make your plan happen.
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